Paperchase pushes the power of the pooches

Paperchase’s senior buyer Nicola Shaw (left) with PG’s Jakki Brown and some doggie chums.

Hundreds of consumer journalists and high profile bloggers flocked to Paperchase’s Spring Launch on Tuesday (14 November), but the ‘real’ attraction at the event was a pack of super cute friendly dogs (Some of which are pictured above with Paperchase’s marketing Bex Ohta (right) and PR assistant Saskia Rudolphy).

The dogs and their handlers brought Paperchase’s ‘Puppy Chow’ collection to life. The quirky cute dog-centric range encompasses greeting cards, wrap, stationery, gifts, homewares and fashion accessories. Scented giftwrap also features as part of the line up, but the smell of cherries, not dogs!

Some of the products in the Puppy Chow range from Paperchase.
Some of the products in the Puppy Chow range from Paperchase.

“It is the first time we have had live animals at any of our press launches, but they have certainly been a big hit,” commented Bex Ohta, Paperchase’s marketing manager.

Next year is the ‘year of the dog’ which looks set to further build on the continued love of ‘man’s best friend’.

Nessa outside Austin and Co, which features as part of America Express’ #PawsOnThePayroll social media activity.
Nessa outside Austin and Co, which features as part of America Express’ #PawsOnThePayroll social media activity.

Credit card company, American Express is tapping into the strong pull of pooches with its #PawsOnThePayroll marketing initiative which forms part of its #ShopSmallUK campaign. As part of this campaign to support and celebrate independent retailers, the #PawsOnThePayroll initiative revolves around featuring photographs of independent retailers which have ‘shop pets’. Playing a starring role in the social media campaign is Nessa, the lovable Labrador who is a main attraction at greeting card indie, Austin & Co in Great Malvern.

As Nessa demonstrates, having a pet in a shop has been proved a benefit to a retailer’s attraction to customers.
As Nessa demonstrates, having a pet in a shop has been proved a benefit to a retailer’s attraction to customers.

Austin and Co is well decorated on the canine front, having been voted as the UK’s Most Dog Friendly High Street Shop for the last four years in a row.

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